SearchCon 2015-Navigating the Cross Device (Mobile) Dilemma
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Transcript of SearchCon 2015-Navigating the Cross Device (Mobile) Dilemma
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April 9-10, Breckenridge, Colorado
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Phones, Tablets & Desktops, Oh My! Navigating The Cross-Device (Mobile) Dilemma
SearchCon, Breckenridge April 10, 2015
Todd Barrs Director of Product Development
ConversionIQ.com
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Google Says The Age of Mobile Is Here
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html
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Mobile Affects Conversion Rates (A LOT)
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Obsessive & Compulsive Behavior
Some studies show that people check their phones over 500x per day!
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Conversion Concepts
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Your Website Is a Conversation
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“Let’s talk about what problems you want to solve.“
vs.
"Let me show you what I have to sell you.”
Conduct Visitor-Centric Conversations
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Sell The Action of Clicking & Tapping
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How We View Web Pages
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Page Elements That Get Attention
Motion
Images (not banners)
Large Font (headlines)
Numbered/Bulleted Lists
Bolded Font
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Eye Tracking Patterns
Fold Fold
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F-Pattern
Source: Neilsen Norman Group (useit.com/eyetracking)
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F-Pattern
Source: blog.inf.ed.ac.uk
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Mobile Strategy – Where to Start
Spend time thinking about the users’ environments and mindsets.
Where does mobile fit into the research (sales) process?
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External Distractions
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Different Goals
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Highly Task Oriented
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Passive vs. Active Browsing
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Active vs. Passive
Browsing
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Example
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Example
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Example
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Example
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Mobile Usability Checklist
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Basic Mobile-Friendliness
At the very least, don’t make them pinch! Image source: Google Developers
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Optimize For Touch
There is no such thing as hover on a touch screen device.
Use tap function to keep menu open.
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Optimize For Touch
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Maintain General Style Across Devices
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Maintain General Style Across Devices
Search skin care, beauty supplies & more…
Menu Cart
But Ensure to Maintain Good Usability
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Responsive Frameworks
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Responsive Strategy
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Responsive Transitions at Common Resolutions
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Always Test on Real Devices
Emulator Actual iPhone
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Mobile Optimization Guidance
Make it Easy
“Simplicity is the ultimate sophistication.” –Leonardo Da Vinci
Create Great Experiences
“People may not remember exactly what you did, or what you said, but,
they will always remember how you made them feel.” - Maya Angelou
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More Resources
• ConversionIQ / Inflow – http://www.goinflow.com/mobile-optimization/
– http://www.conversioniq.com/how-to-calculate-conversion-rate
– http://www.conversioniq.com/right-ecommerce-conversion-rate
• VisitorCentric.com (Tools & Resources, Case Studies, News Feeds)
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Contact Info / Q&A
@ToddBarrs
ToddBarrs
TBarrs
+ToddBarrs
ConversionIQ.com